Leeds Metropolitan UniversityBA(Hons) Public Relations, Arts Marketing
Observer, The Wembley Observer, Harrow Times, The Ealing Gazette, SPNM, and MUSO. Posterswere distributed to schools, conservatories and other arts organisation, and music shops. Where thematerials were placed in appropriate positions, such as notice boards and front enterences.Advertisements were aired on specialist radio stations including, classic FM and local radio stationSunrise Radio. Flyers were distributed at concerts and in other arts organisations as well as being placed at the counters of selected music shops in the area. D-mail, the equivalent to direct mail but by electronic mail means, was sent to attenders of 'new music', classical music, local music performances, as well as those associated with traditional music groups.
MechanismCost (£)Results of spend (income and attendance)
Print- leaflets7,250£4,350 (6%)Print- brochures11,600£15,225 (21%)Print- flyers9,425£3,760 (5%)Print- posters13,050£10,150 (14%)Advertising- press5,800£5,800 (8%)Advertising- broadcast2,175£5,075 (7%)Direct mail (including d-mail)18,125£17,400 (24%)Sales promotions2,900£7,250 (10%)Special offers725£2,900 (4%)Other tools1,450£725 (1%)
FIGURE 1- Marketing Activity Costs
As Score! is currently at the end of its first financial year history of attendance and usage levels areinconclusive. In its first year the company attracted a total of 57 students to its schooling facility,and the company have targeted an increase of 20 students in the next financial year. Score! received£9,120 from students annual fees, £15,900 from its external workshops and £37,400 from itsticketed concerts in the year. A detailed list of these figures is shown in appendix 1. Other incomesources, such as the IT suite and practice rooms provide the company with considerable income,totaling £60,853 for the 1
year. Sponsorship and grants are also a key area of income for thecompany raising over £17,000 for the financial year. These details are, again, outlined in appendix1.